One third of the UK’s adult population now claims to have listened to the radio via the internet, while the number of users of Personalised Online Radio has increased from 3.9 million to 4.5 million since May 2009, according to new findings from RAJAR.
The Radio Joint Audience Research Ltd also found that 8.3 million adults now claim to have heard of WiFi radio.
The RAJAR ‘Measurement of Internet Delivered Audio Services (MIDAS 5)’ was conducted during November 2009 by Ipsos MORI. The sample consisted of 977 RAJAR respondents, drawn from the main RAJAR survey over the previous six months, who had claimed to listen to the radio via the internet or downloaded podcasts.
Top frindings include that one third (33.9%) of the UK’s adult population (15+) or 17.4 million people claim to have ever listened to the radio via the internet, compared to 16.9 million people in May ‘09. This includes 16.2 million listening live and 13.9 million listening at a later time using Listen Again services.
Some 74% of those Listen Again listeners said the service has no impact on the amount of live radio to which they listen; while half said they are now listening to radio programmes to which they did not listen previously. The average user of Listen Again services listened to 1.6 programmes in the previous week.
Meanwhile 8.3 million adults have heard of WiFi radio (a standalone radio set that connects wirelessly to the internet and is able to play any internet radio service), but just under a million adults claim to own one.
Internet listeners are predominantly (57%) men and 47% are aged 15-34 years.
The survey showed 8.1 million people have downloaded a podcast (up from 7.8 million in May ’09), while 4.4 million say they listen to podcasts at least once a week (up from 4.2 million in May ‘09). However, only 24% find time to listen to all the podcasts they download.
The typical podcast user subscribes to 5.9 podcasts per week (up from 5.2 podcasts in May ’09) and spent about an hour listening to them in the previous week. As in the four previous surveys, comedy and music remain the two favourite genres.
iTunes continues to be the software of choice, used by 75% of podcast users to subscribe to podcasts, while 18% simply download directly from a website via their browser. Some 79% listen to podcasts on their home computer and 66% listen via a portable audio/mp3 player.
Podcast users are more likely to be men (65% of users) and in the 15-34s age break (54% of users).
“The fifth MIDAS survey shows that Personalised Online Radio is the fastest growing internet delivered audio service, with 4.5 million people now claiming they have used such a service,” said research manager, RAJAR , Christel Lacaze.
“Listening to Podcasts and to the radio via the internet (live and using Listen Again services) also continue to grow, but at a reduced pace”.
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